Mr Blog and the heroes of the high street

Mr Blog is an online project documenting one of the most enduring forms of folk branding on Britain’s high streets: the ‘Mr’ shop. Having blogged almost 150 shops, from Mr Furniture to Mr Kebab, Mr Blog has completed his work and is ready to reveal his best findings

Mr Blog is an online project documenting one of the most enduring forms of folk branding on Britain’s high streets: the ‘Mr’ shop. Having blogged almost 150 shops, from Mr Furniture to Mr Kebab, Mr Blog has completed his work and is ready to reveal his best findings…

Six months ago, my creative studio Asbury & Asbury began a project documenting a form of branding that we’ve always found entertaining: the ‘Mr’ shop. We did it in the form of Mr Blog and his sidekick Mr Tweets.

The Mr branding device taps into a basic truth about branding in general: it’s fundamentally about taking a product or service and giving it a human personality. Adding the prefix ‘Mr’ (or occasionally ‘Miss’ or ‘Mrs’) is the quickest way to do it.

The result is a lively cast of characters who cheer up the everyday shopping experience for millions of people. But these characters are in trouble. The increasing homogeneity of Britain’s high streets is crowding out the individual and the homespun. Some are disappearing altogether, while those that remain are jostling up against powerful global brands that easily outdo them for sophistication and marketing spend. Mr Blog is our attempt to recognise and honour these under-appreciated characters, and show them our support.

Today sees Mr Blog’s final post, but to mark some of his best finds, here is the Mr Blog Valedictory Awards Show. Most of the images are taken from Google Street View, without which the project wouldn’t have been possible.

Best Ever Blog Post
Herr Kutz (pictured above and, yes, it’s in Southampton. Links go to the original Mr Blog posts).


Clearest Brand Positioning
Mr Cheap

Best Use of Long Copy on a Shopfront
Mr Pine

Best Logo
Mr Furniture

Best Brand Partnership
Mr Chips and Mr Rice

Award for Melancholy Interaction Between Storefront and Nearby Phonebox
Mr Mobile

Best Overseas Blog Post
Mr Poo

The full set of awards can be found on the Asbury & Asbury blog and the entire project can be viewed at Mr Blog. Nick Asbury is a freelance copywriter and one half of Asbury & Asbury.

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